Posts Tagged 'Engagement'

Consumers Embrace Mobile Advertising

Published June 4, 2010 Opinion , Telecommunication Services Leave a Comment
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Advertisements on mobile devices are both welcome and effective, according to a recent study from mobile audience media company JWire.

This is especially true of advertisements that appear in mobile applications. Of the 1,000 or so smartphone users surveyed, 52% claim they have acted on an advertisement in an app and 18% have made a purchase directly from an ad in an app in the last month.

Respondents reported that advertisements on mobile devices are both engaging and welcome, with 53% saying they were willing to share their location to receive more targeted advertising, and 76% said they would prefer to download a free, advertising supported app instead of paying and upfront fee for the same app.

This is great news for social gaming apps like Foursquare, which enables users to unlock special deals from advertisers based on their locations. It also bodes well for Apple, whose mobile app advertising platform iAd will launch in the northern summer with the iPhone 4.0 OS.

“People have a completely different perception of mobile content and advertising when they are on-the-go compared to when they’re at home or in the office,” said David Staas, senior vice president of marketing at JiWire. “With almost 40% of the on-the-go mobile audience saying they are more likely to engage with an ad that is relevant to their current location, this is an opportunity brands and agencies are more rapidly embracing.”

The report also found that 40% of those surveyed spend an hour or more per day using their mobile apps, the most popular of which is Facebook, and have an average of 22 apps on their mobile devices. (Interestingly, a recent study by Retrevo Inc., a consumer electronics and review site found that 48% of those surveyed check Facebook or Twitter during the night, or as soon as they wake up).

On-the-go mobile advertising has the potential to achieve one-to-one, real-time marketing that consumers actively engage with – certainly something to watch with interest.

Author: Matt Scott, DraftFCB

Harnessing the commercial power of social media

Published February 8, 2010 News Leave a Comment
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More than two thirds of New Zealand businesses believe social media is a key tool in increasing customer engagement and loyalty, according to a recent survey* conducted by the CAANZ Digital Leadership Group (DLG) and the Nielsen Group.

The survey provided a very useful snapshot of where New Zealand businesses are at regarding the use of social media.

Most telling was that 84% of businesses surveyed planned to allocate less than 5% of the organisation’s marketing budget on social media activities in 2010, at a time when social media is becoming the communications channel of choice for an increasing number of consumers.

Survey results revealed that limited organisational understanding of social media and a shortage of qualified staff were the main barriers to the increased use of social media for marketing purposes.

To assist New Zealand businesses harness the commercial power of social media and provide a platform for change, the DLG, in association with ANZA and AmCham, is hosting a Social Media in Business forum on Thursday 11 March 2010.

The forum will feature local and international speakers sharing their insights and experiences of using social media to drive business success, including:

Andrew Lark, Vice President, Global Marketing Dell
Using Conversation to Drive Business Success
Andrew was the architect of a radically different approach to marketing, embracing participatory social strategies to fundamentally reshape Dell’s business.

Duncan Blair, Head of Brand & Communications Orcon
Flying the Social Media Flag
Duncan put his neck on the line to prove the value of social engagement to his organisation. Going far above and beyond his job description, Duncan became the social media voice of the brand.

Jayson Bryant, Owner The Wine Vault
From Passion to Profit, One Man’s DIY Adventures in Social Media
Embracing social media has led to some unexpected business and personal opportunities for this local retailer.

Chris Chambers, Director of Digital Marketing Tourism Queensland
Lessons from a Breakthrough Social Media Campaign
Chances are you’ll have heard of, and maybe applied for, the “Best Job in the World”.  Chris takes us under the hood of the hood of the campaign that generated unprecedented interest and opportunities for Queensland, while tourism across the rest of the country was in decline.

The Social Media in Business forum is taking place at the Rendezvous Hotel Auckland and is priced at $145+GST for CAANZ, ANZA and AmCham members, and $195+GST for non-members.

*The online survey of New Zealand businesses across a wide range of industries was conducted by The Nielsen Company in December 2009 with an overall sample of 166 New Zealand marketing professionals.

Get in behind!

Published January 25, 2010 Opinion Leave a Comment
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Social media had a big ’09. In 2010, SM is going to be normalised.

In New Zealand, and around the world, the ‘early adopter’ businesses that took their first significant social media engagement strides in 2008 and 2009 will look to blend SM into the rest of their marketing and communications. The days of SM being a shiny, unproven subject of experiment and speculation are ending.

By December last year a range of brands in NZ had got stuck in. Big boys like Telecom, TVNZ, Vodafone and a host of others like V, Monteiths, Orcon, the NZ Army and their agencies, took the initiative. They had some wins and some learnings, but importantly took big steps in understanding how to plan and execute successful SM engagement.

Those learnings, and the growing acceptance that SM is a legitimate channel, combined with the fact that SM is the communications channel of choice for many, will see brands look to normalise SM and give it a more integrated place in their overall marketing and communications.

What will this mean in practice?

It means that doing SM is about to become a bit more boring, at least compared to the exploration phase of the last 2 years. It’s now time to get some processes into conceiving and implementing SM initiatives. The return-on-effort needs to improve so that SM can be more efficiently implemented.

It means that the technology will take a back seat to content and engagement, to doing what’s right to create and build relationships.

It means that measurement of SM engagement will get sharper. Metrics will move beyond internal campaign measures and include standard marketing KPIs, allowing SM initiatives to be compared to other channels.

But don’t think boring and normalised means a lack of impact. The very fact that SM will become a core part of marketing and communications teams’ everyday lives means its scale, and the rate of learning, is going to skyrocket.

There is also growing opinion that as SM becomes normalised it will become more useful and reliable for consumers. This will see it become the number one communications channel for even more people and require companies to ensure their SM activities move beyond brand experience to providing genuine consumer value. This will be a paradigm change in how companies communicate with consumers.

Author: Tony Gardner, Saatchi & Saatchi DGS and Chair, Digital Leadership Group

Great creative use of Rich Media

Published June 5, 2009 Leisure, Entertainment & Recreation , Textiles & Apparel Leave a Comment
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Quiksilver - The Spot

Quiksilver - The Spot

In the vein of the great Hema site this is an excellent example from Quicksilver of understanding an audience and greeting them with engaging entertainment when they land on a site – not to mention the huge viral appeal.

http://skate.quiksilver.com/thespot/index.aspx

Author: Robert Harvey TBWA\Whybin\Tequila

 

Managing the social media bombardment

Published May 13, 2009 Leisure, Entertainment & Recreation , Media & Communications Leave a Comment
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Meet Skimmer, a clever piece of branded utility that addresses the growing phenomenon of social media fragmentation.

Skimmer

Skimmer

Skimmer aggregates feeds from various social networks (Blogger, Flickr, Twitter, Facebook, YouTube ) and displays all the results on one screen, essentially giving you a dashboard view of all the activity of your social contacts.

The interface is extremely clean and highly usable and lets the user toggle between different modes of viewing the information.

What is really interesting is that this application was developed by an ad agency, Fallon in the US, in the process demonstrating the value a creative agency offers in this digital age – understanding the issues facing consumers and creatively finding new ways of using technology to address those needs.

Skimmer is free to download and well worth playing with.

http://wearefallon.com/skimmer

Author: Andre Louis Publicis Digital

Digital: The new key to performance

Published April 28, 2009 News Leave a Comment
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An effective digital strategy is key to improving business performance today. Organisations that get to grips with digital are the ones that will enjoy the rewards. It’s accountable, it’s measurable and worldwide, it is adding value to customers and shareholders alike.

Put simply, this is one area no business can ignore if it wants to succeed.

The CAANZ Digital Forum brings together many industry leaders to share best practice and trends from around the world. The Forum plays host to a stellar line-up of both international and local speakers, including:

  • Rob Norman, Chief Executive, GroupM Worldwide (New York)
  • Jason Paris, Head of Marketing; Head of Digital Media, TVNZ
  • Brendan Moorcroft, Global Director of Digital Strategy, Universal McCann (San Francisco)
  • Ralph Brayham, Director of Home, Telecom Group
  • Paul Thompson, Group Executive Editor, Fairfax Media
  • Michael Scott, Director Marketing & Football Category, Nike Asia Pacific (Sydney)

Places are limited so register today.

Date: Thursday 21 May 2009

Time: 1:30pm to 5:30pm

Venue: SkyCity Convention Centre, Federal Street, Auckland

NZ music site in FWA’s Top 50 Websites

Published April 20, 2009 Leisure, Entertainment & Recreation , News Leave a Comment
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It’s also a Finalist in the upcoming One Show Interactive Awards

Luke Buda - Special Surprise

Luke Buda - Special Surprise

The website of New Zealand musician Luke Buda, from the band The Phoenix Foundation, has been included in the Favourite Website Award’s (FWA) top 50 websites of 2008.  The site, www.specialsurprise.co.nz, was shortlisted from all 365 of the FWA’s Sites of the Day in 2008.
Rob Ford, Principal of the FWA, described Luke’s site as a case of “simplicity making for something unforgettable.  The FWA showcases future thinking, progressively designed sites who use cutting edge technology, together with inspirational ideas, that lead the way for future generations.”
www.specialsurprise.co.nz is also a finalist in the prestigious One Show Interactive Awards in New York on 4 May, competing against interactive campaigns by brands including Nike, Diesel, Nokia, Burger King and Nintendo.
Luke Buda’s website now receives over 10,000 unique visitors each month, who spend an average of seven minutes engaging with the music and content.  The majority of visitors come from the United States and the site’s success has gained Luke an international cult following.

Source: Stephen Knightly Pursuit PR

Simple, yet effective. Test drive the VW homepage today

Published April 17, 2009 Automotive Leave a Comment
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The VW homepage is considered the benchmark in simplicity and functionality in the automotive field.

Volkswagen

Volkswagen

It provides users with access to rich detail, both in terms of imagery and copy, in any area they choose. Users can custom-build their own ‘dream VW’ in an intuitive and engaging way, as well as the ability to book a test drive, learn about the environmental initiatives undertaken by VW, and plenty more.

http://www.vw.com

Author: Tony Gardner Saatchi & Saatchi DGS

Can brands build relationships in Social? We think so.

Published April 14, 2009 Uncategorized Leave a Comment
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The opportunity for marketers in the current climate to develop closer more engaging relationships with the consumers is profound.

In my view, many clients have not developed or adapted their communications in recent years to compensate for the tremendous paradigm shift in media consumption from traditional channels into digital platforms – with a clear focus on the internet. The traditional media approach longer resonates with many of our advertisers’ target audience segments. For clients’ marketing investment to drive ongoing success a step change needs to occur.

The internet has a clear advantage over other media, in that it’s the enabler of interaction and will always be, at its core, a central tool for interpersonal communication. The way our consumers are communicating and engaging with each other can often be polarising when compared to how the messaging strategy is delivered through media.

Tagging photos on social networks, posting and sharing of videos on YouTube, twitters, blogs, forums, chat rooms and wikis are now not only common, they are the central pillar to communication with many New Zealanders. We all now live in a 24-hour 7 day continual media world where our typical customers are satisfying their demands to be included. We need to become part of this conversation – not just wrap messages around it. Our everyday consumers now wield incredible control over their media consumption habits. Moreover, with the explosion of online participation, consumers exert greater influence over the products and brands that make their consideration set for purchase.

There is no “silver bullet” for how to deliver an optimum brand experience in a social or community environment. What we do know is that the placement of advertising in this environment for no other reason other then “scattergun” targeting can be considered ineffective. Trusted brands can create loyalty through communities, ongoing conversations and importantly, foster peer-to-peer advocacy. Success will be measured by how we “engage” our community and deliver a deeper brand experience; one they will tell their friends about.

Most advertisers in New Zealand still adopt a “safe” traditional linear approach to reaching a shared target audience. The work we’ve done with social networks and communities has delivered compelling results.  It’s proved to us the doorway of opportunity is wide open for those with a sound strategy for targeting and ongoing “live” engagement in a community environment.

Author: Chris Riley OMD Digital

How to do online banking

Published January 16, 2009 Financial, Insurance, Legal & Consultancy Leave a Comment
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Banks here in New Zealand were some of our pioneer businesses online, helping us to make transactions 24 hours a day, wherever we were in the world. Ten years on, and our internet banking experiences are still largely just transactional. There is a great opportunity to do more online to help educate consumers, particularly younger ones, on how good financial management is important and how banks can help them.

Compare to  this excellent example from Banco Itau in Brazil. This site takes you on a journey, where financial advice is not explained in a manner that your parents or banks might use, but in terms of the trade-offs you can make everyday – less mobile phone calls add up to a new laptop.

banke3

Not only is this more engaging to younger consumers, it is focused on them and solutions, rather than the Bank and its products.

http://www.essaeubanco.com.br/v2/index.html?language=en-us

Author: Darryn Melrose AIM Proximity

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